SPORTS. ENTERTAINMENT. GAMING.
WHERE CULTURE MEETS COMMERCE.
For over 60 years, dentsu has understood that culture and commerce aren't separate forces — they're interconnected engines of growth. From pioneering sports marketing at the 1964 Tokyo Olympics to launching Cristiano Ronaldo's record-breaking YouTube channel, dentsu has consistently operated at the intersection of what moves people and what drives business results.
Dentsu Sports & Entertainment represents the world's only fully integrated, global network designed specifically to bring brands closer to fans at this crucial intersection. With 1,200 industry insiders across 21 markets serving nearly 1,300 clients, dentsu combines deep cultural expertise with proprietary fan data to create authentic, impactful brand experiences.
What makes dentsu uniquely powerful in this space is our integrated approach across the entire value chain: IP Investment and development, a global network with local fluency, cross-platform expertise and data-driven cultural insights.
SPORTS
ENTERTAINMENT
GAMING
OUR WORK
UR CRISTIANO
CR7 MEDIA • DENTSU CREATIVE IBERIA
Dentsu Creative Iberia partnered with CR7 Media to deliver the most successful YouTube channel launch of all time, seeing Cristiano Ronaldo’s ‘URCristiano’ set a new Guinness World Record amassing one million subscribers in its first 90 minutes.
ALWAYS OPEN
7-ELEVEN • DENTSU CREATIVE
We jumped on sports news in real-time, striking a deal with NFL superstar Ja’Marr Chase and collaborating on a fashion line. Ja’Marr proudly showed off his 7-Eleven merch during the game, generating hundreds-of-millions of impressions for the brand, all with no media cost.
CADBURY FC
CADBURY • DENTSU SPORTS
Driven by the vision of adding value to every bar of chocolate, DSI developed Cadbury FC, an innovative B2B and equity platform designed to connect Cadbury with both trade partners and consumers.
BATTLE OF THE PADDLES
P&G • DENTSU SPORTS
With Table Tennis a sweeping trend across NFL locker rooms, who better than the official locker product of the NFL, P&G, to settle the player bragging rights. We created the inaugural P&G Battle of the Paddles, staged just before Super Bowl LVII.
COST OF WINNING
GILETTE • DENTSU
Nominated for a Sports Emmy, The Cost of Winning achieved more than what it set out to do originally. The series premiered on HBO, followed by streaming on HBO Max, and quickly became the top performing sports title since the launch of HBO Max.
LIVE ITALIAN
BIRRA MORETTI • DENTSU
An original three-part series following Jack Whitehall, Maya Jama and Lawrence Dallaglio as they take time out of their hectic lives to explore Italian culture and discover what it means to ‘live Italian’.
GAMING COMMERCE
KFC • DENTSU CREATIVE CHINA
An original three-part series following Jack Whitehall, Maya Jama and Lawrence Dallaglio as they take time out of their hectic lives to explore Italian culture and discover what it means to ‘live Italian’.
RE:STORE
KFC • DENTSU CREATIVE CHINA
To reconnect with Gen Z, DENTSU CREATIVE China launched KFC Re:Store, a virtual experience on QQ featuring avatar customization, a virtual pet, branded merchandise, and a digital currency called Chicken Coins. The campaign saw 850 million chats with a virtual Colonel Sanders and 180 million virtual food sales in five weeks, culminating in a world-first feature allowing users to order real food from within the metaverse.
GET IN TOUCH
Find out more about our services and capabilities by visiting our websites across sports, entertainment and gaming. Or drop us a line and we'll get back to you right away.